OpenSAP Big1 Marketing With Big Data

Week 5 Unit 1: SAP hybris

Marketing – Solution Introduction

© 2015 SAP SE or an SAP affiliate company. All rights reserved. 2Public

SAP hybris Marketing – Solution IntroductionConnected customer

I am socially networked.I am better informed.

I am an individual.

I am digitally connected.


CONTEXT MAKES

THE DIFFERENCE.

SAP hybris Marketing – Solution IntroductionWhat does this mean for a marketer?


THIS IS WHAT MARKETERS

DO TODAY!

Marketers bombard customers

with irrelevant messages.

Not targeted, not relevant.

WEAPONS OF MASS DISTRACTION

Enough is enough.

AD

VE

RT

ISIN

G

EM

AIL

SO

CIA

L

MO

BIL

E

WE

B

SAP hybris Marketing – Solution IntroductionWhat marketers do today


WHAT THEY HAVE DONE

WHAT THEY

MAY DO

WHAT THEY

ARE DOING NOW

REAL-TIME

INDIVIDUALIZATION PRESENTATION

OF RELEVANT

CONTENTTHE

CUSTOMER

TOUCHPOINTS

SAP hybris Marketing – Solution IntroductionThe SAP hybris Marketing solution is fundamentally different


SAP hybris Marketing – Solution Introduction SAP hybris Marketing

Insights Agility Experience

Develop a deeper

understanding of your

customers and prospects;

understand the real-time

intent of each of them.

React quickly to opportunities, align your teams and resources, and understand marketing performance.

Engage each customer in

an individual way that

nudges them toward

conversation.


SAP hybris Marketing – Solution IntroductionThe digital marketing process

Intelligence through SAP Predictive

Analytics

Personalized targeting &

orchestration

Explore & gain insights

Events & interactions from all channels

Campaign execution in all channels

Plan, measure, and optimize

Market data & events

Sales & service data

Financial data

Big data industry

Social media, Web E-mail, SMS, traditional

Lead, opportunity

Interaction center

Personalized commerce

Digital & social channel

Capturing response


SAP hybris Marketing – Solution IntroductionProduct view

Third-Party Applications

(for data & execution)

SAP HYBRIS MARKETING

SAP Applications

* basics available ** roadmap

Acquisition* Conversion Retention**

Insights

Segmentation

Planning

Recommendation

Orchestration**

Batch & Events

Social Providers

Mobile Providers

E-Mail Engines

Ad Providers

hybris Commerce

SAP ERP

SAP Sales

SAP Service

Marketing Data Management

Batch & Events

Thank you

Contact information:

[email protected]


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Marketing RDS Overview


SAP hybris Marketing RDS OverviewBusiness scope covered in the RDS

Third-Party Applications

(for data & execution)


SAP Applications

Acquisition Conversion Retention

Insights

Segmentation

Planning

Recommendation

Orchestration

Batch & Events

Social Providers

Mobile Providers

E-Mail Engines

Ad Providers

hybris Commerce

SAP ERP

SAP Sales

SAP Service


Batch & Events

SAP hybris Marketing RDS scope Data load to SAP hybris Marketing RDS


SAP hybris Marketing RDS OverviewMarketing data management: SAP Social Contact Intelligence

Market to the right people

Follow conversations and understand customer

affinities.

Track and score interactions.

Follow leads, from anonymous contacts to buying

customers.

Create target groups based on real-time

conversations.

Enhanced analysis based on SAP Lumira

delivered with RDS


SAP hybris Marketing RDS OverviewMarketing segmentation: SAP Audience Discovery and Targeting

Optimize target groups for omni-channel

campaigns

High-performance customer segmentation on

Big Data

Great visualization and exploration tools to slice

and dice data on the fly

Optimization of target groups leveraging

predictive analytics

Personalization of messages for any channel


SAP hybris Marketing RDS OverviewMarketing segmentation: integration into sales and marketing

Dynamic target group integrated into

SAP CRM

Segmentation of accounts in SAP CRM

Creation of target group

Replication of target group to SAP CRM

Assignment of target group to campaign

Update of account information


SAP hybris Marketing RDS OverviewMarketing segmentation: predictive segmentation

Customer segmentation based on a

predictive KPI

Creating segmentation model

Creating and releasing target group

Creating predictive model

Defining predictive model

Fitting predictive model

Publishing predictive model

Executing predictive segmentation


SAP hybris Marketing for Telecommunications

First ever industry-flavor version of SAP hybris

Marketing

Combine OSS and BSS data into one application for

marketers

Based on SAP HANA to support drilldown to any

attributes

Out-of-the-box integration into SAP Billing and

Revenue Innovation Management systems

Data model for OSS data

Configuration based-integration into network systems

via SAP Convergent Mediation by DigitalRoute

SAP hybris Marketing RDS OverviewMarketing segmentation: additional RDS industry content


SAP hybris Marketing RDS OverviewMarketing acquisition: campaign management

Campaign management with analysis of

e-mail campaign

Creating and assigning template

Creating campaign content

Creating export definition

Creating segmentation model and segments

Creating target group

Creating and executing campaign

Analyzing the success of the e-mail campaign

Sending follow-up e-mails


SAP hybris Marketing RDS OverviewMarketing recommendation: product recommendations

Modeling product recommendations

Defining product recommendation model

Defining algorithms for model

Displaying preview of recommendation result

Activating model


SAP hybris Marketing RDS OverviewMarketing insight: customer value intelligence

Target customers by lifetime value and

profitability

Strategic market segmentation using the current

and potential value of your customers

Prioritize customers with behavior profiling,

whitespace analysis, and buying propensity

Personalize your engagement for every customer


Enhanced analysis delivered with RDS

Customer segment performance

Product performance

Discount analysis

Margin decomposition

Value contribution

Customer 360

SAP hybris Marketing RDS OverviewMarketing insight: customer value intelligence


Release target groups transactional app

Starting SAP hybris Marketing with SAP Fiori

launchpad

Release target groups

Release campaigns

SAP Smart Business apps for SAP hybris Marketing

SAP hybris Marketing RDS OverviewAccess to Sap hybris Marketing via SAP Fiori launchpad

Thank you


[email protected]




















Marketing RDS Deployment


SAP hybris Marketing RDS DeploymentStep-by-step guide

Step-by-step guide

How to get started

Select your solution scope

Start scope-item simulation

Check requirements

Latest information (SAP Note and Quick Guide)

SAP Solution Manager template description

SAP hybris Marketing RDS rapid-deployment solution


Select your SAP hybris Marketing modules

Select your deployment

List your inbound data sources

Set up your landscape (for on-premise only)

Implement SAP hybris Marketing RDS (add data load for hybrisRDS for non-SAP sources)

Add RDS dashboards for

BI and Lumira(include BI suite or SAP Lumira Server to your landscape)

SAP hybris Marketing RDS DeploymentSelecting solution scope

Marketing Data

Management

Segmentation

Acquire

Insight

Campaign

Management

Recommendation

SAP HANA

SAP

NetWeaverSAP?

Needs real-time

replication

server

Non-SAP?

Needs SAP

Data Services

Both?

Cloud?

On-premise?

SAP

BusinessObjects

BI


SAP hybris Marketing RDS DeploymentSystem landscape

SAP HANA

AS ABAP 7.4

SAP hybris Marketing

(including SAP NetWeaver 7.4 AS ABAP

with SAP BW, SAP Business Suite

foundation, SAP Gateway, etc.)

SAP hybris Marketing content

(tables, views, procedures)

Additional Telecommunications RDS content

SAP CRM

SAP Landscape

Transformation

Replication

ServerSAP Data

Services

SAP

BusinessObjects

and SAP Lumira

Content

SAP Solution

Manager

SAP HANA XS

SAP Web

Dispatcher

SAP ERPNon-SAP

Systems

Refe

r to ra

pid

da

ta lo

ad

for

SA

P h

ybris

Mark

etin

gOperational Systems

UI

Fiori with launchpad / SAPUI5 with

application shell


SAP hybris Marketing RDS DeploymentSelect your SAP hybris Marketing modules

Selecting the solution scope

Social Contact Intelligence

Audience, Discovery and Targeting (predictive

segmentation)

Campaign Management

Product Recommendation Intelligence

Customer Value Intelligence based on SAP ERP-SD

(including KPIs for Chief Marketing Officer)


SAP Applications

Acquisition

Insights

Segmentation Recommendation

E-Mail Engines

SAP ERP

SAP Sales

SAP Service



SAP hybris Marketing RDS DeploymentSelect your deployment landscape

Identify the deployment option

Depending on the system landscape, multiple

deployment scenarios are available for each

source system

Scenario A:

Hub deployment with separate SAP HANA system

Scenario B:

Hub deployment with shared SAP HANA system of

SAP Business Suite

Scenario C:

Add-on deployment with shared AS ABAP and SAP

HANA system (available for SAP CRM only)

AS ABAPAS ABAP

CRM yMkt

AS ABAP

ERP

Replication

SAP

HANADB DB

A. Separate HANA

B. Shared HANA

C. Shared HANA and

ABAP AS

AS ABAPAS ABAP

CRM HPA

AS ABAP

ERP

Replication

SAP HANADB

AS ABAP

CRM HPA

AS ABAP

ERP

Replication

SAP HANADB


SAP hybris Marketing RDS DeploymentIdentifying inbound data sources

Data load options

SAP ERP 6.0 + data (replication)

SAP CRM 7.1 + data (replication)

Non-SAP ERP data

Non-SAP CRM data

Satisfaction survey

Account geocode

Interaction data

Clickstream data

Social media data

Implement Social Data Harvesting Connector for

SAP hybris Marketing

E-mails as social media data

SAP ERP

≥ 6.00

SAP CRM ≥

7.01

SAP LT

Non-SAP ERP

Non-SAP CRM

Survey data

Social

Media

Interactions

Click-stream

SAP Data Services 4.2 SP3

Implementation

of Social Data

Harvesting Connector

SAP Data Quality

Management

RDS Content

Data

provider

DATASIFT


SAP hybris Marketing RDS DeploymentImplement SAP hybris Marketing RDS

Implement SAP hybris Marketing RDS

Standard software installation

Guide is provided by the SAP hybris Marketing

product documentation

Data load for SAP hybris Marketing RDS for

non-SAP sources

Only with non-SAP sources

Guide is provided by the rapid-data load for SAP

hybris Marketing


SAP hybris Marketing RDS DeploymentDeployment of RDS content

Deployment of RDS content

RDS dashboards and reports for BI

SAP BusinessObjects Business Intelligence platform

SAP BusinessObjects Dashboards

SAP Business Explorer – Query Designer

RDS Lumira content

For SAP Social Contact Intelligence

SAP Lumira Server

Industry-specific content for Telco

Data model for telco-related data

Usage and call-based KPIs

Thank you


[email protected]



















Week 5 Unit 4:

Data Segmentation (Part 1)


Data Segmentation (Part 1)SAP hybris Marketing Segmentation

SAP hybris Marketing segmentation


Loading external sample data on customers, order

history, and product data into SAP HANA database

Building SAP HANA data model for the new data


Configuring SAP hybris Marketing Segmentation to

consume the new SAP HANA data model

Data segmentation in SAP hybris Marketing

Data Visualization

Enhanced data visualization using SAP hybris

Marketing geomapping




Loading external sample data

Customer data: ZCEICUSTOMERS

Order history data: ZCEIORDHIST

Product data: ZCEIPRODUCTS

Building SAP HANA data model

Attribute view: ZCEIDEMOVIEW

Visualizing the model in SAP HANA studio

Thank you


[email protected]



















Week 5 Unit 5:




SAP hybris Marketing Segmentation









Data Visualization






Configuring SAP hybris Marketing

Segmentation

Define aliases for SAP HANA Data Sources

Define segmentation objects

Assign SAP HANA Data Sources to segmentation

objects

Define segmentation object key fields

Assign segmentation attributes to object key fields

Define segmentation profiles

Thank you


[email protected]



















Week 5 Unit 6:

Data Visualization


Data VisualizationSAP hybris Marketing Segmentation

SAP hybris Marketing Segmentation









Data Visualization




Data VisualizationSAP hybris Marketing Segmentation

Data Visualization

Data segmentation model visualization and

enhancement

Executing data segmentation in SAP hybris

Marketing

Creating customer target group for marketing

campaign

Assign SAP HANA data sources to segmentation

objects

Executing data segmentation in SAP hybris

Marketing with geomapping enhancement

Thank you


[email protected]



















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